Email marketing Assignment PDF

Competency 1
Email marketing refers to a corporation strategically sending emails to repeat/potential
consumers in the hopes of generating income. You may send mass emails to many individuals
using email marketing. This strategy has the advantages of being inexpensive, automatable, and
reaching out and sending specific types of emails to individuals. Emails have a low success rate
since we receive many of them, which is one of its flaws. Also, because the firm may be looking
for us rather than buying, an email can be easily disregarded or deleted before it is opened.
Mobile marketing is a marketing technique that uses a mobile device to reach a company's
target audience and create income. Apps becoming more accessible, mobile versions of
websites, and the ability to modify are some of the advantages of this strategy. The absence of
client privacy is one of this strategy's flaws.
Sending promotion emails for future seasonal sales uses email marketing for Costa's Customs.
Customers would be more likely to visit the business if they knew there would be ticket items
on sale. I would use email marketing to send promotional emails during prom and wedding
season. Finally, I'll provide discount codes to returning clients. Consider the following scenario:
(Since you spend xxx, here is a 15 percent off code on your next store purchase.) This will assist
in keeping loyal clients satisfied as well as increasing brand loyalty. For Costa's Customs, I would
employ mobile marketing to guarantee a successful app easily accessible in the app store. Users
are also encouraged to enable notifications on their mobile apps. We must have a mobile
version of the website. Finally, marketing via other applications will allow us to reach our target
demographic on additional platforms while increasing brand awareness.
Canva.com link
https://www.canva.com/design/DAEgz6ILGCM/5J4rFR4O5G5u-lgIKdknPw/view?
utm_content=DAEgz6ILGCM&utm_campaign=designshare&utm_medium=link&utm_
source=publishsharelink
Costa's customs display a luxury sense while still being classy and sophisticated, which is why I
chose this header. Keeping the color scheme dark neutral truly brings the store's header and
name to life. I also added a female and male picture to each corner, indicating that it is intended
to have a professional feel, and our service includes attire.
Mailchimp

https://us6.admin.mailchimp.com/templates/share?
id=159006222_56fa97bc7db3bdd2c85f_us6
Explanation: Mailchimp was a lot more complex than I had anticipated. I spent 45 minutes to
an hour trying to find out how to insert specific information and photographs into the email,
and I still couldn't figure it out. I intended to either use a logo I created on a free LOGO site or
manually put in Costa's Customs and say Retail Clothing and Tailoring under it for the LOGO.
This would inform users of our store's name and our services. I chose to include a banner
regarding wedding season to alert clients that we are offering a start-of-season sale. I used this
GILF because Mailchimp wouldn't let me use a standard image, but I have received GILFS in
retailor emails. I thought the GILF was appropriate because we do tailor in our shop, and it also
features a gentleman in a suit department. Finally, I decided to use "here comes the bride" to
get people's attention. Then, in all capital letters, state that we are having a deal and provide
additional precise information about everything we offer at our store.
o Because not everyone uses social media or is proficient with mobile devices, email
marketing is essential. To diversify their clientele, advertisements must be tailored to
specific age groups.
o The world is changing, and most online buying takes place on mobile devices. Receiving
more leads and, as a result, more buy opportunities benefit mobile marketing.
Competency 2
Paid search engines are one of the most effective ways to promote a business online and are
often used by vendors and business owners to assess keyword profitability and ROI before
attempting Search Engine Optimization or SEO. Paid engine search, like SEO, has both perks
and pitfalls. Remarketing is an advantage of paid advertising; while getting searchers to buy
on their first click is unlikely, having them view your ad regularly might lead to a purchase or
a referral for future sales. Paid ads also provide you with more local and global exposure while
tracking your ads in real-time and providing you with information on the performance of your
keywords and ad messages, the amount of traffic your ads generate, and what percentage of
that traffic converts to sales. Some downsides of these ads include the fact that they can be
highly complicated and are not free; additionally, sponsored ads cease to exist once people

stop paying. After your advertising is removed, the traffic generated, and the sales generated
by that traffic are also released.
Choosing the best SEO approach for Costa's can be difficult. Because SEO has various
advantages and disadvantages, attaining the stated goal is always contingent on a company's
finances and desire to implement our recommendations. Even though paid advertising, social
media, and other online channels can drive traffic to websites, search engines drive most
online traffic. Organic search results take up more digital real estate, appear more trustworthy
to sophisticated users, and receive far more clicks than paid ads. For example, in the United
States, only 2.8 percent of individuals click on paid adverts. Too much business is one of the
cons or disadvantages of SEO. As much as any firm wants to succeed, there is a real danger of
doing too much and too fast. If you can't handle the volume of leads and sales, opportunities
will be lost, consumers will be disappointed, and Costa's reputation will suffer.
Pay Per Click (PPC) refers to paid marketing activities online, such as sponsored searches and
adverts. In contrast, Search Engine Optimization (SEO) refers to any efforts (primarily organic)
used to increase a website's ranking in search engines. While SEO produces more long-term
outcomes and is viewed as a long-term investment with returns even if you don't put in any
additional effort, paid advertising makes results for as long as the campaign is active. At the
outset, SEO is a more cost-effective technique to get results, yet it isn't always free because it
requires time and attention, and it all depends on how quickly you want results. Investing in
Off-Site SEO strategies could help you provide more high-quality leads faster. PPC is just paying
for ad space. However, SEO will drive searchers to your website interested in your items and
will not be turned off by the ad. In today's digital environment, online buyers are bombarded
with advertisements, resulting in Ad blindness, in which customers automatically avoid
commercials and focus on organic results. When it comes to paid advertising, think about
rapid results because PPC will provide you with an almost immediate return on investment. If
your campaign is correctly set up, you will be able to track the flow of currency in and out of
your online paid ad investment. Another benefit of paid advertising is the ability to create
objectives on the user categories you want to attract, such as geography, age, and income,
ensuring you obtain traffic, leads, and sales from your preferred middle class 25 or up
Chicagoland business professionals. Paid advertisements also provide you the chance to
appear on other websites, providing you a tremendous edge by placing your ads in high-traffic
areas where your target audience is and serving them targeted adverts that direct them to

your website. If we used both SEO and PPC to propel Costa's ahead, we could combine the
cost-effectiveness of SEO to generate traffic naturally. At the same time, PPC drives your
target market to Costa's website, doubling volume and assisting us in reaching our traffic
volume goal of 100% in 18 months and sales objective of 50%. Using dual keyword research
for on-site material and targeted ads will enhance consumer traffic. A double SEO and paid ad
approach allow stats to be easily tracked and quantifiable outcomes to be shown.
The customer experience will naturally improve, while brand awareness will increase, loyal
customers will be created, and Costa's will stand out from the competitors. Looking at Costas'
profile and their target market of business professionals, and the fact that Custom was in the
title was the essential phrases I needed to make sure came up first in the sponsored ad search.
Also, because women's demands are frequently disregarded, including dress or dresses in the
term search was required, given that most online buyers are female.
When creating an organic search, I wanted to concentrate on the specifics of Costa's Custom,
such as locations and history, without straying too far from critical words like custom. I tailored
and included keywords like quality for those looking for something that would suit middle to
upper-middle-class budgets. Though not all SEO methods are paid for directly, the creation of
SEO needs many hours of selfless research and continual refinement of moving elements. SEO
and Paid Ads can be seen as SEO's position inside the more extensive umbrella of PPC. The
difference between SEO and PPC is that PPC focuses on advertising while SEO optimizes the
website’s back end. Both are required for web presences and substantial traffic volumes, as
they operate together to provide the best results. Because SEO takes time to produce results,
determining the effectiveness of your keyword targeting can be difficult at first. Fortunately,
PPC allows you to see immediate results, determining which keywords are driving traffic and
which are not. As a result, you may improve your SEO targeting and receive better results. PPC
keyword data searches inform your SEO campaigns, allowing you to understand better what
your customers want and the terms they use. Instead of waiting for SEO keyword optimization
results, use your PPC data to make necessary modifications to your SEO campaigns with
immediate results.

Competency. 3
o Costa's is a fantastic fit for Twitter as they're a small business that can engage with many
people online to promote their brand.
Strengths: attract traffic to your website, network with others, disseminate material,
communicate your brand, raise your SEO, gain leads for purchases, reach a larger audience,
build authority, gather feedback, automate to save time, track data easily, engage with
consumers, collaborations
Weaknesses include a congested platform (too many tweets to be recognized), addictive
and distracting behavior, and difficulty gaining followers.
Instagram: I think this would be an excellent medium for them since they can receive some
brand awareness without putting in a lot of extra effort.
Strengths: Customers can receive updates from multiple brands, it's easier to share a
brand's message, it gives customers a visual reference of what you have to offer, it's not a
primary concern for marketers (marketing without very much competition), it's a rapidly
growing platform, hashtags make it easy to attach with others, location tagging is available,
and real-time responses.
Weaknesses: It's difficult to gain followers, the desired demographic may not be an active
user, the site doesn't always focus on commerce, there's not a lot of room for additional
content, companies can't utilize clickable links, and most users access from the mobile
device alone.
o Twitter: Content Marketing, because there are various ways to provide content to viewers
that do not appear forced, and customers are more likely to click on a link to a website if
indeed the content piques their interest.
Instagram: Brand Advocates since individuals are more inclined to use a firm that a friend
recommends and has unbiased reviews.
o We want individuals to share their opinions and write reviews on Twitter to lead more
customers to the website for potential sales.
Instagram: Spectators and we want people to read and view postings about the brand, so
they'll be interested in shopping there.

Competency 4
Email marketing
Using email to promote a firm is known as email marketing. Its goals include establishing
relationships with potential customers, keeping current customers informed and up to date
on Costa's brand, and providing coupons to encourage consumer loyalty. It can also build trust
with clients and eventually convert them to repeat customers. Costa's email marketing has
the following advantages:
It is budget-friendly: Email marketing is relatively inexpensive. Costa will incur initial costs with
email marketing, such as developing mailing lists and launching an app, but the prices will
decrease over time.
Costa can reach millions of people quickly. Email marketing is a fantastic approach to swiftly
reaching out to many people in your target market.
Costa can keep track of its marketing initiatives with ease. Email marketing is a great way to
track and measure results. Costa will determine the number of people who open its emails
and click on embedded URLs using the right tools. When a corporation segments its mailing
list, it can compare data to see which of its markets is more likely to respond to its call to
action.
1. However, there are a few drawbacks to employing email marketing
2. Your emails may end up in the spam folder
3. It's possible that you won't reach the right people.
Regardless of these flaws, I feel that email marketing will be the best option for Costa because
it successfully reaches and converts a targeted audience into paying customers. It may also
make it easier for Costa to track customer behavior by observing patterns that arise when
emails are sent.
Mobile marketing
Costa can use mobile marketing as another critical marketing tool. Mobile marketing is a multi-
channel digital marketing strategy that focuses on reaching a specific target via websites,
MMS, SMS, social media, emails, and other mobile apps on tablets, smartphones, feature
phones, and other similar devices. Customers can receive tailored information that advertises

and promotes services, products, ideas, and appointment reminders based on their location
and time. Costa will be able to benefit from several advantages by embracing mobile
marketing, including:
1. Message delivery is immediate.
2. It is a cost-effective solution.
3. Presentations take less time and effort than other types of presentations.
Users may pay directly from their phones, allowing Costa to build campaigns suited to their
customers' time, location, and buying profile. Users can also pay directly from their phones,
allowing the company to generate more sales.
Enables social media platform optimization, making it simple for marketers to use paid
services such as Twitter-sponsored phone tweets to increase reach and engage with targeted
audiences.
However, there are several drawbacks to using mobile marketing, including:
1. Concerns about client confidentiality and privacy
2. Apps and features, in general, are difficult to use and take more effort and interest to
learn.
3. Mobile phones are very personal, and users do not need to be obstructed by
commercials they don't like. Advertising campaigns that aren't fit for audiences and
are awful could return.
Costa's consumers are engaged with email campaigns on their phones, with 63% of emails
being opened on phones and 70% of phone users discarding emails that aren't optimized for
mobiles. Costa can take advantage of responsive design, a technique that electronically
formats a website for optimal reading on any device. However, there are a few key
considerations when building email CTAs for mobile consumers.
Costa can set the CTA early in the message (ideally on top of the fold) and make the buttons
no smaller than 44*44 pixels to make them easily tap-able. The emails must be optimized for
mobile inboxes—from forms with a maximum of 24 characters to subject lines with a
maximum of 39 characters—or visitors will be disappointed and leave the page. Creating

custom landing pages for email campaigns is a great way to cater to mobile consumers. An
example of a visual mockup for Costa's marketing email is shown below.
This email is an excellent example because it clearly shows the essential components, such as
the company's name, an appreciation to the audience for reading the goal, the services
provided by the company, the brand story and a link to the company's website, the features
of the products it offers, including live images, and social media sites such as Facebook and
Twitter where customers can contact the company.
Competency 5
One of the most notable features of the previous digital marketing strategy was Costa's
customer-centric approach. There are now very few retail establishments that emphasize the
customer's needs. According to the company summary, customers have remained loyal to
Costa's Customs because of this, paired with the staff's experience in custom apparel. Using
platforms like Twitter, YouTube, and Yelp, as noted in earlier studies, will aid the company by
demonstrating to the younger generation of consumers the advantages of purchasing
personalized clothes. Furthermore, concentrating on the skill of tailoring may inspire a new
generation to master the technique, allowing them to work alongside someday and replace
aging pros. This would provide the organization with a ready-to-work pool of employees to
replace retiring tailors.
As described in the company profile, the flaws in this marketing effort are the tailors' slowness
in trying to perform an excellent job for the customer. While creating an overflow of work is a
flaw, tailors can be praised for their attention to detail to ensure no one leaves with subpar
work. "Anything worth having is worth waiting for," as the adage goes, and the consumer
should be advised that tailoring may take some time. As long as it is used effectively, this may
be a considerable strength in a marketing strategy. It should be referred to as a positive
company attribute rather than a negative one. If the company's strengths and shortcomings
aren't effectively evaluated in the digital marketing campaign, it won't offer itself to potential
customers accurately. If the virtues and flaws of Costa's Customs are not well identified, no
one can expect younger consumers to desire to try it. This may cause potential customers to
get perplexed, leading to a loss of business.

As noted in the company description, this aspect of implementing the digital marketing
strategy must be accomplished correctly. Otherwise, the company may end up with mixed
outcomes.
In the previous iteration of the digital marketing plan, the objectives, strategies, and tactics
were not coordinated. Increasing site traffic is not only a matter of "monetary means," as the
program claims, and completing the first objective in six months is impossible. It will take longer
than six months to update the website, and until then, overall traffic will not grow. Setting the
targets for website updates at one year and increasing web traffic at two years would be more
realistic. In the meantime, social media platforms can spread the word about the organization
to potential customers. Overall, the digital marketing strategy does not align with the
company's beliefs, analysis, or branding and sales principles. If done right, what is considered
a flaw could be turned into a strength. The time range for completing objectives is too short,
inconsistent with the tactics or offered plan. In short, as stated in the corporate profile, this
plan does not have a lot of validity.
Competency 6
Currently, internet technology, in collaboration with Google, has enabled businesses to track
and analyze their online influence metrics on their website. Website analytics may appear to
be a difficult concept, but it is simple. From monitoring the flow of traffic into your website to
determining the traffic source, Google does it all for you (Davis, 2015). It's also simple to figure
out what age and type of visitors visit your website frequently for information and even
purchases. Website analytics in Google search engines customizes all of these services. Because
Google logs the traffic source and IP addresses, a business may deduce the location of website
visitors from website analytics and statistics. The process doesn't end there because web
analytics also determines which devices visitors use and which content on the company's
website is most popular. The purpose of this paper is to examine Costa's Custom's website
analytics and make recommendations for how they may enhance their inline marketing.
The company's primary goals are to boost online garment sales by 50% in the next six months
and increase website traffic by 100% in the next eighteen months. However, its website's
digital marketing is troublesome, as it has previously failed. As a result, it can use Google
Analytics to track metrics to optimize its marketing plan and figure out what it missed the first
time around. The best way to use Google Analytics to track the metrics that align with Costa’s

Custom objectives and goals is to use user data into the business's acquisition, behavior, and
conversion rates. First and foremost, Google Analytics can examine the dimensions to explain
data and influence website metrics. Following this first step, they will be able to implement the
amount of traffic directed to their website and the level of user interaction. Paid search engine
campaigns are often digital marketing campaigns. Marketers place advertisements on specific
URLs connected to a search engine and the number of terms in their search results. A
corporation can use Google and Bing Adworks campaigns to optimize its search engines for
advertising.
Costas Customs' paid search campaign runs from February to October. According to the
spreadsheet findings, the sponsored search campaign for Bing Ads generated the most clicks
(194). In the nine months that were monitored, the most effective click-through rate was
10.80 percent, with the highest number of clicks being 7. The cost per click is also high in
assessing paid search results. The most increased average cost per click paid to Costa's
Customs from the Bing paid search results campaign was $12.47 on 8/27/2017, and this was
only for a single week in August. Costas' advertisement management expenditures varied
during the nine months, with the highest being recorded in July during the first week. Bing had
a small number of calls tracking sponsored search advertising.
If the conversion rate is less than 20% for more than 97 clicks, it shows that your digital
marketing methods aren't bringing in enough clients. When comparing the number of clicks to
total conversion rates, paid search campaigns for Ad works are likewise reasonably low. The
total number of clicks on 2/19/2017 was 210, with an 8.17 percent click-through rate. For that
week, the average cost per click was $10.30, resulting in a total of $3,211.32. The total cost is
$3,768.92, including the $491.60 campaign management charge. For the same week, 19 calls
were tracked, with a total of 25 form submissions, resulting in a complete conversion of 25.
However, in the last week of October, the number of clicks increased to 483 with an 8.84
percent CTR and an average cost per click of $9.71, resulting in a total of $5,580.71 with an
$837.11 campaign charge. As a result, the total cost was calculated as $ 417.82. The complete
conversion was 128 because the number of call tracking was 54, and the number of form
submissions was 74. The paid Ad work campaigns were not producing as many conversions as
predicted based on the number of clicks, but the cost was still high. A few optimization
recommendations can be added to the above data and insights to improve the company's
digital marketing. First, its website must analyze and optimize its landing pages to increase

conversion rates from clicks. Second, because not all commercials convert simultaneously, the
corporation might employ Ad scheduling to encourage visitors to view different ads at different
times. Finally, the website should be tweaked to optimize specific keywords visitors use the
most and direct them to sites where they may find what they're looking for. Ad grouping can
also help increase the performance of ad campaigns by targeting specific groups with
appropriate keywords. Ads should be written in plain English so that people can understand
them.
The organization can periodically assess the website's performance to ensure that it remains
current with evolving trends in trend identification. Automation, artificial intelligence, machine
control, and learning are some of the trends discovered. In this trend, website managers and
analysts are not required to be always present, but they can have less control and rely on
automation to track metrics and sponsored search advertising. There is also a growing trend of
privacy tracking to keep their information private.
Costa's Customs had previously failed in its digital marketing efforts because of improper usage
of Google Analytics and traffic tracking. One obvious observation from the spreadsheet is that
some website visitors were not consumers who wanted to buy clothes from their digital
platform. Another blunder made by the corporation was in terms of ranking. When it came to
website search optimization, the company focused on ranking for search traffic that was not
targeted, resulting in losses and only a few leads for online clothing sales. Conversion rates are
higher when traffic is targeted. The best and most compelling reason for your digital marketing
campaign's demand for focused visitors is conversion, implying that you want to make sales.
That is a clear goal for any business website and related digital marketing efforts to increase
traffic. Targeted traffic opens more options for change because more targeted internet visitors
are looking for information that the company's website can provide. Customers will have a
better chance of receiving your merchandise or administrations if they use the website to fulfill
their needs. Regardless of whether you have a steady stream of website visitors to your blog,
if most of these visitors convert to leads or sales, that is traffic worth receiving. Using a pay-
per-click promoting campaign to drive targeted traffic to your points of arrival or legitimately
to your leading site is one of the most effective ways to do so. Regardless, it contains a degree
of conjecture, which entails a cost. If your PPC campaign generates traffic that does not convert
into sales, your campaign will be a failure, and you will have recently wasted significant time
and resources. With focused traffic that converts to sales, you may expect a faster return on

all of your paid click’s investments, allowing you to launch a remarkably better, steadily more
extensive, and increasingly successful paid-per-click marketing war. But, regardless, it's critical
to keep track of change rates about the amount of targeted traffic you receive and the pricing
of your product or service.
Critical metrics
You should know where your traffic is coming from just as much as you should know your
superior traffic figures. Referral traffic indicates how many visitors come from different sites,
either because you created a visitor post, or another area related to your content. The
conversion rate is arguably one of the most important of the numerous measurements that
the company may use. The conversion rate is the percentage of people who complete a goal
on your website. Plans can include completing a purchase, completing a contact structure, or
doing a survey on a specific page on your website. Visitors are essential since they keep track
of unique visitors and clients.
Once a company has tracked traffic, referrals, and conversion rates, they can utilize this
information to make informed judgments about where their stores should be located, as they
will have a good understanding of where customers are coming from. Costa's Custom can also
use the metrics data to study and create its customer base since they will be able to recognize
and identify unique customers from website visits. The organization will also determine the
best digital marketing plan for its website and implement it properly. Finally, the information
gathered will aid the organization in deciding which goods clients prefer based on the content
they access most frequently. They can use this information to boost the quantity of wanted
and offered products to increase sales.